Discussion Point 2 – Sandra Stepien

Paul Rand, born Peretz Rosenbaum on August 15th, 1914, was an American graphic designer who is considered to be one of the originators of the Swiss Style of graphic design and is most widely renowned for his corporate identity work, many of which are still in use today.

A pioneer in his field, Rand explored the formal vocabulary of European avant-garde art movements¹ that preceded him such as Russian constructivism, de Stijl, and the Bauhaus to break decorative traditions and produce his distinctive graphic language. Rand brought ideas and intelligence to advertising, “his designs were conceptually sharp and visually smart”². Rand’s compositions drew the attention of the viewer through simple yet eye-catching designs which experimented heavily with type layout but emphasised readability and communication of ideas.

Stephanie Bourne 2009, accessed 22 September 2012, <https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj4O7Z_YUYxaoraSGTf_1Cgm2SQpBsi38f0vIW2MQGw0fPU_gOrSwZXa8dHk9OGM5_UCU2aA9YvJdhv_ATFx0D8D1lNGB6TMi-9eSmh9W9SZ8cNrv1Oa4vJunCwokr48LOzD1loaYaX8Bml/s1600/rand.jpg>.

As seen in the example above of his advertising work for Jacqueline Cochran, he brought typography to life by combining variation of size, controlled use of colour and alluring shapes and forms. He typically attracted the attention of the viewer through a large mass, exemplified through the large graphic and created smaller details that needed closer attention as shown through the smaller broken text in the advertisement.

Through his unique philosophy and style, Rand separated himself from the conventional aesthetics of his time to produce works that were simple and restrained yet exciting and original. According to graphic designer Louis Danzinger, Rand “almost singlehandedly convinced business that design was an effective tool... He more than anyone else made the profession reputable”³. He leaves behind a rich legacy of timeless logos and has inspired and influenced many graphic designers who came both during and after his career.

Kate Moross is a designer and illustrator who has been hailed as the poster-girl of the current design generation⁴. Based in London, Moross has catapulted herself to the very highest ranks of the UK’s creative industry in a very short period of time. Since graduating from the University of the Arts London she has worked in both London and New York and achieved a nationwide billboard campaign for Cadbury and a signature clothing range for Topshop and worked for clients such as Adidas, Nike, Kiehl’s, Vogue, Paul Smith and Nokia.

Moross works heavily with typography not conforming to conventional typefaces and is therefore well known for her original, hand-drawn typographic expressions. Her work is recognisable by a quirky blend of typography and illustration embracing what Moross describes as “three sided shapes, illegible typography, and freeform lettering”⁵ and demonstrates her view that hand illustrated design is far more charming than drawing characters and letters directly onto the screen⁶. The example below is the cover of The Guardian Guide which highlights her constantly creative way of expressing meaning through typography. It contrasts strongly to Rand’s restrained designs as her illustrative influences have allowed her to explore the possibilities of free flowing typography.

Breed, accessed 21 September 2012, <http://www.breedlondon.com/uploads/images/Artist%20home%20pages/Aug12HomeA-Z.jpg>.

It is evident her work focuses on letters as art forms and gives dominance to typography. It is wonderfully varied and eye-catching as she employs vector graphic work and colour to produce a dynamic sense of movement and composition.

To compare Rand and Moross it is easy to see who has made the most influential contribution to the typographic field. Rand is considered to be a remarkable talent for transforming mundane design into minimalist yet dynamic and compelling compositions. He ultimately created a new language of design and is known to be an icon in graphic design. Although Moross has not had the same impact she is a highly influential and an ambitious designer who is multi-disciplined. She has shown the breadth of her creative output through her own record label, a t-shirt business and provides art and design direction on music videos. She has produced some very iconic work including the 2012 Olympic Games logo which highlights the unique impact and success of more expressive typography. 

References

¹ Yale, accessed 21 September 2012, <http://www.yale.edu/opa/arc-ybc/ybc/v25.n16.obit.03.html>.

² Icon of Graphics, accessed 22 September 2012, <http://www.iconofgraphics.com/Paul-Rand/>

³ Ibid

⁴ Outline Editions 2012, accessed 23 September 2012, <http://store.outline-editions.co.uk/Category/2-kate-moross.aspx>.

⁵ Kate Moross 2012, accessed 23 September 2012, <http://www.katemoross.com/ABOUT>.